BARCELONA — We’re not just in a “mobile-first” world when it comes to advertising, according to mobile ad network InMobi – smartphone adoption is changing the very nature of ad planning and buying.
“People don’t even realize how disruptive mobile is going to be around their media buying,” says InMobi’s global alliances GM Anne Frisbie. “Mobile devices generate 10x the amount of data signals that desktop has. Even though we think we’ve been in a Big Data world before, you’re in a whole new ball game.”
InMobi recently announced that its network touches 759 million active users per month through mobile phones. According to Frisbie, that’s overwhelmingly via apps.
“Eighty-five percent of mobile activity is on the app side not the mobile browser side,” she says. “You really need to make sure you work with a partner that has a scaled view of the consumer from their app behaviors.”
Beet.TV interviewed Frisbie at Mobile World Congress.
Disclaimer: InMobi is the sponsor of Beet.TV’s Barcelona coverage.